Simon Thomas attended the slick launch of the Guinness Pro12 in London on Tuesday, and says the vibe surrounding the tournament is greatly improved

Launch of the 2014/15 Guinness PRO12 Season, Diageo European Headquarters, Park Royal, London

It's a competition that boasts 227 internationals from 14 different countries, and it now features two more major players - Sky and Guinness.

Attending the launch of the new Pro12 season at Diageo's world HQ in north London yesterday, you had a definite sense that it's a competition which is in the process of moving up another level.

It's been much maligned over the years, with complaints about too many meaningless games, too many under-strength teams and just a lack of credibility and profile.

Well, now those issues are being addressed.

The new European qualification system, which guarantees only one place per country in the streamlined Champions Cup, means teams can no longer afford to rest star players and matches will have greater significance right from the start of the season.

And in terms of credibility and profile, the arrival of Guinness and Sky delivers a double-act with real clout.

There was much conjecture over who would replace RaboDirect as title sponsors, with a number of companies, including Turkish Airlines, mentioned as possibilities.

The competition has secured a world-renowned brand and one with a genuinely credible track record of rugby sponsorship, having previously backed the English Premiership and Ireland's international programme.

Walking into the imposing Diageo building in Park Royal, you instantly knew you were now dealing with one of the big guns and attending a major event.

This is one seriously sizeable multi-national company and it was an impressive setting, with a state-of-the-art, glass-fronted, six-story building having been constructed on the site of the old Guinness brewery.

When I tweeted that I was heading to London for the Pro12 launch, I was bombarded with indignant responses from people questioning why a league involving teams from Wales, Ireland, Scotland and Italy should hold an event in England.

Well, the answer is pretty straightforward.

To start with, that's where the new sponsors are based, with Diageo having been formed in 1997 from the merger of Guinness and Grand Metropolitan.

But it's more than that. The competition organisers also wanted the maximum media coverage for the launch and it worked, with staff reporters from the Daily Mail, Telegraph, Times and Guardian all turning up.

Whether that would have been the case if it had been held in Dublin, Cardiff or Edinburgh is highly questionable.

There was also a desire to indicate that this is a new beginning, with the tournament setting its sights on new horizons.

"It's a statement of intent," said Pro12 chief executive John Feehan, explaining the thinking behind the London launch.

"We are confident in our own ability to appeal not to just those in the Celtic countries and Italy, but also to the whole of Britain. Sky and Guinness believe in us and we believe in ourselves."

The arrival of Sky as broadcasters will certainly open up a new TV audience and also a new way of covering the competition.

They can never be accused of under-selling their wares and you can bet they will be bringing their trademark razzmatazz and hype to their output.

And for a competition which has all too often lacked sparkle and wow factor over the years, that can't be a bad thing.

It will also mean the return of Saturday afternoon top-flight rugby, with Sky opting for that slot for the majority of their 33 games.

Seeing Stuart Barnes at yesterday's launch suddenly reinforced the fact that we are entering a new broadcasting era for the cross-border tournament.

Love him or hate him, the former England fly-half gets people talking and provokes debate - and that's what the Pro12 needs.

Stuart Barnes has his say

For far too long, it has provoked apathy rather than interest and excitement, particularly in Wales.

Things aren't going to change overnight, but at least now it's got a bit more going for it and there's an opportunity to start afresh.

The launch certainly suggested a new era, a new impetus and a new confidence.

Stepping inside the plush Diageo headquarters, you were greeted by a wealth of Guinness branding and the event itself was all on a grand scale with the 12 captains walking down the stairs to applause before posing with the re-branded trophy on the stage.

Hosted by Sky Sports' Alex Payne, with pundits Scott Quinnell and Ieuan Evans joining Barnes in looking on, it was a slickly run affair in front of a packed media gathering.

Moving up to the sixth floor for the interviews with coaches and players, you were reminded that this is a competition that does indeed boast its share of star names, as you moved from chatting to Jamie Heaslip to speaking to Alun Wyn Jones.

It was also timely that the event should coincide with reports that one of Celtic rugby's biggest names, Jonathan Sexton, is set to rejoin Leinster from Racing Metro next year.

With an end to Welsh rugby's civil war finally in sight, the expectation is we will be able to embark on a co-ordinated campaign to bring the boys back from France and England.

Either way, there is clearly a determination to end the perception of the Pro12 as being a poor relation in comparison with the Aviva Premiership and Top14.

Listening to the various comments yesterday, there is a definite belief that the competition is heading in the right direction.

"Every year the crowds get bigger, the standard gets better, the games get that more exciting and I think this timely injection from Guinness and Sky is going to elevate it again," said Heaslip, the captain of champions Leinster.

"It's going to bring it to a broader audience with the coverage they bring and the money they bring into the game can be used to provide better facilities and help the teams become the best they can be.

PA Wire

Leinster captain Jamie Heaslip believes the Pro12 is strengthening

"It all helps provide a better show for everyone that’s watching it. It's great from a players point of view. Everyone just gets a better experience of the game, either playing or watching, and I think that’s what everyone wants."

Chief executive Feehan chimed in, revealing: "Even before Sky came on board, we had half a million people watching games at the weekend.

"The fact we are now going to be on Sky is helping our footprint in the UK and Guinness will strongly support it throughout Ireland and Italy.

"We can do the things anybody else can do. It’s the first time we've had the national footprint in Britain."

As for the new merit-based Euro qualification, Feehan said: "It means we will have a competitive round of games right up until the end of the season."

Edinburgh head coach Alan Solomons, who has previously been in charge of Northampton in the Aviva, added his own thoughts.

"The Pro12 is right up there with the Premiership and the Top 14," said the South African.

"Teams are going to be battling intently for a place in the top six and it will make for an extremely competitive league. It is going to be a tough title to win."

New Scarlets captain Ken Owens echoed this, saying: "The Pro12 is now in a position to rival the Premiership.

"Having Sky on board will give us a platform in England and the opportunity to show people there what a great league it is, the home of so many Test Lions and the recent European Cup winners from the British Isles."

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